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英语广告中双关语的运用技巧及翻译

时间:2017-11-08 18:55来源:英语论文
The Application Skills and Translation of the Pun in the English Advertisement英语广告中双关语的运用技巧及翻译
摘要广告是经济发展的一个重要因素。具有吸引力和想象力的广告语通常能给企业带来意想不到的收益。为了吸引消费者的注意力,促进商品的销售,广告商经常将多种修辞手法运用到广告语中,双关语就是英语广告中常见的一种修辞手法。本文主要从以下三个方面来论述英语广告中双关语的应用技巧及翻译,分别为英语广告的定义和发展,双关语的种类和应用以及双关语在英语广告中的翻译策略。双关语的种类有很多,主要包括语音双关,语法双关,语意双关,俗语双关等。由于语言,环境及表达习惯的不同,双关语的翻译方法也不唯一,有的比较侧重意义,有的比较侧重形式,也有两者兼顾的。双关语在英语广告语中的运用及翻译是一个值得探究的话题。14956
关键词: 双关语; 英语广告; 种类;翻译
Abstract The advertisement is an important factor which simulates the development of economy. The attractive and imaginative advertisements can usually bring the unexpected benefits for the enterprises. In order to attract the attention of customers and promote the sales of the goods, advertisers often apply kinds of rhetoric devices in the advertisement. Among those, the pun is a common rhetoric device used in the English advertisement. This paper mainly probes into the applicable skills and translation of the pun in the English advertisement from three aspects respectively, i.e. the definition and evolution of the English advertisement, the classification and application of puns and the translation strategies of the pun in the English advertisement. There are many types of puns, including phonological pun, grammatical pun, semantic pun and idiomatic pun and so on. Owing to the differences in language, environment and expression habits, the translation methods of puns are not unique. Some people stress meaning, some people form and others take both into consideration. The application and translation of the pun in the English advertisement is the topic which is worthy of being explored.
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Key words: pun; English advertisement; classification; translation
   The Application Skills and Translation of the Pun in the English Advertisement
Contents
摘 要    i
Abstract    ii
I. Introduction    1
II. An Introduction to the English Advertisement    2
 2.1 The Concept and Evolution    2
 2.2 The Function    4
 2.3 The Positive and Negative Influences    4
III. The Pun in the English Advertisement and its Application    5
 3.1 The Definition of the Pun    5
 3.2 The Classification of the Pun    6
 3.3 The Application of the Pun in the English Advertisement    7
IV. The Translation of the Pun in the English Advertisement    11
 4.1 The Principle of the Translation    11
 4.2 The Strategy of the Translation in the English Advertisement    12
  4.2.1 Emphasizing the Double Meanings of the Pun    12
  4.2.2 Applying the Fixed Structure Like Idioms    12
  4.2.3 Stressing the Conceptual Meaning    13
V. Conclusion    14
Bibliography    16
Acknowledgements    17
I. Introduction

    In modern society, the advertisement is an important part of economic field having significant impact on our daily life. With more attention attracted by international business, more and more companies are prone to enhance their marketing competence by the investment of the advertisement in the country or area which is expected to have a good fortune. Of course, the English advertisement is not an exception. As we know, the propaganda of the goods mainly depends on the advertisement. And successful advertisements can bring great profit and fortune for the producers and retail merchants. So the attractive and imaginative advertisements which include some rhetorical devices to attract the attention of customers is necessary. 英语广告中双关语的运用技巧及翻译:http://www.lwfree.cn/yingyu/20171108/15689.html
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